"There was this one slide in a lecture about the carbon footprint of a banana, and it just blew my mind." This realization prompted O'Kelley to explore real-world impacts of carbon footprints.
"I wanted to do something in the real world, like I really wanted to have a real-world impact; ads just felt ephemeral." He recognized the fleeting nature of advertising compared to physical commodities.
"But during that MIT course, O'Kelley realized that the bulk of the carbon footprint for metals like copper and aluminum largely came from the mining and smelting steps." This led him to rethink the value of tracking carbon.
"The pitch for the new business was that digital advertising as it exists today is an economic and environmental mess: Nearly a quarter of the money spent on programmatic ads is wasted." O'Kelley is working to fix this problem with Scope3.
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